Moonchild is one of Elena Carvell's many conceptual brands that she have dreamed up. Her idea for the brand was that the brand would sell hip, trendy, boho chic jewelry, particularly jewelry that included crystals and gemstones. Elena wanted to create a full brand identity for the business so the project includes a logo and design for boxes, a shopping bag and business cards.

I came up with the design somewhat unintentionally. Both the logo and the gemstone design I came up with while I was doodling. The logo came first while I was doodling moons, I was toying with the idea of a brand called "moonchild" and once that design came about I started to think about what that brand would be. Once I figured out it was jewelry, I started to think about the package design. I struggled for a while trying to come up with something. I was at work one day and started making the gemstone design, I dismissed it at first as just something I did while messing around, but later I showed it to one of my classmates and he encouraged me to run with it and bring it into my design. It seems that my most successful work always comes when I am not really thinking too hard about what I'm making!
-Elena Carvell

I have had a bit of a preoccupation with astrology, particularly lunar imagery. I also find the idea of crystals holding healing powers very interesting, and I find crystals to be quite beautiful. With the brands I create, I always try to make them brands I would personally buy into or could see as being actual businesses. I looked at many images of crystals and gems before making the design. I enjoy creating geometric patterns and designs, so that also played a role in how I rendered the image.
-Elena Carvell

It wasn't until very recently that I felt like I had started to develop my own style! I tried for a long time to imitate art that I liked, I wanted to make strange and abstract, thought provoking art in muted tones. This past year I stopped trying to be what I thought was "cool" and I started doing whatever popped out of my head and made me happy. I would describe what I make now as fun and whimsical, at times ethereal. I love color and shape, I make simple and clean designs. I love drawing animals and things from nature because it makes me smile. I still make weird and abstract art, but I bring my own style into that now. Some artists that inspire me include Liz Climo, Lille Carre, Jeremyville and Rachel Niffenegger.
-Elena Carvell

The best advice I can give is to keep drawing, keep searching for inspiration, push yourself to get better and learn new things, but don't try so hard to do what you think is "good art" and just create whatever makes you happy. It may take a while to find yourself as an artist, but I have found the less I tried to force myself to fit a style, the easier it was for me to find my own style.
-Elena Carvell

About Elena Carvell

Elena Carvell is an illustrator and graphic designer based out of Chicago, Illinois, currently a senior at Northern Illinois University graduating in Spring 2016 with a BFA in Illustration. She developed a passion for art at a very young age and was constantly enrolled in art classes growing up. She started her college career planning to become a scientific illustrator, but within the past year she discovered a passion for graphic design and have focused primarily on branding and package design. While she have moved towards digital art, she still incorporates traditional media whenever possible. Her mediums of choice include gouache, watercolor pencils and acrylic. Elena strive to utilize her skills as an illustrator in creating unique and whimsical designs. Her body of work also includes editorial illustration, comics, infographics and abstract painting. See more of her works on Behance or her website.